Britain's number one fruit brand, Del Monte, is launching the first ever branded WHOLE prepared Pineapple into the UK market this month.
Utilising over 100 years of fresh produce expertise, Del Monte has selected its premium Del Monte Gold extra sweet pineapple which is cored and peeled to appeal to the increasingly convenience-driven and health-focused needs of today's modern consumers by attracting a new, younger audience. This will be vital in driving incremental growth within the prepared fruit category.
Del Monte Naked Pineapple arrives at an opportune time in line with the start of the summer season, providing daunted consumers with an accessible, versatile fruit WHOLE Pineapple which offers an array of individual serving suggestions; chop it, chunk it, slice it, dice it!
James Harvey, managing director at Del Monte UK, said 'The prepared fruit category has not seen any significant innovation in the past few years and has not achieved the penetration levels seen in other prepared categories such as salad and vegetables. We know this new offering will reinvigorate the category and attract new and lapsed users'.
Naked Pineapple was identified as a growth opportunity as currently only 35% of households buy into whole pineapples, citing 'fiddly preparation' and 'challenging to select' as the barrier to purchase. As a trusted brand, Del Monte is perfectly placed to maximise this opportunity and push the boundaries of the brand.
The Del Monte Naked Fruit brand has already secured major listings with Tesco and Budgens nationwide.
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